This unit (SITXEBS002) describes the performance outcomes, skills and knowledge required to manage the development and implementation of social media in a business and monitor its effectiveness. It requires an understanding of social media tools and platforms in order to develop a social media plan, and supporting organisational policies for social media use. This unit does not address the skills and knowledge required to set up social media accounts or its day-to-day business use. The unit is relevant to businesses operating in many industry contexts, including the tourism, travel, hospitality, events and other service industry sectors. It applies to owners or managers of businesses who are responsible for the planning, development and monitoring of social media use in a business context.

Unit details

Study level:
Vocational and further education (TAFE)
Unit code:

Contact VU Polytechnic


Assessment tasks will be designed to reinforce and extend knowledge and skill competence within set and controlled parameters in accordance with each competency unit's learning outcomes and performance criteria requirements, including the setting of project and work based practical application tasks designed to provide evidence of competence outcomes, within periodic and scheduled timelines. Students will be expected to demonstrate the following required skills: - research at least three different social media tools or platforms for organisational use and select a tool or platform that best meets the business needs; - develop and implement organisational policies and procedures for the use of the above selected social media tools or platforms in a business that addresses: - guidelines for audience engagement; - guidelines for appropriate use of social media; - appropriate content; - crisis management; - develop a social media plan, to be executed over a two month period that: - addresses profiled target audiences; - addresses consumer and stakeholder needs; - outlines metrics and performance indicators for success; - promotes the business, and; - monitor and evaluate effectiveness of social media according to metrics and performance indicators devised above and identify strategies to address any gaps.Students will also be expected to demonstrate the following knowledge: - types of social media platforms and tools, and their operation; - how various social media platforms and tools are used by customers and the general public; - rules, regulations and terms of use of specific social media platforms and tools; - legal and ethical practices for use of social media; - categories of online customer responders and how to deal with them; - types of social media conflicts and complaints and appropriate responses; - crisis management processes and chain of command; - current tools that facilitate social media listening; - reports for monitoring social media activity; - value of building a community of advocates on a social media platform; - importance of consumer reviews and user-generated content; - policy and procedure development, and; - organisational marketing and promotional plans.

Where to next?

As part of a course

This unit is studied as part of the following courses. Refer to the course page for information on how to apply for the course.

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